2010 Radio Ratings Survival Kit - Nielsen

Some of the more frequently used radio survey terms are outlined below. Radio Advisor also
includes a more comprehensive list - just select “Help”, then look under “Terms and
Definitions”. If you have any further questions regarding radio terms and definitions, please
contact your Nielsen representative.
Average Audience (or Average Quarter Hour Audience)
used in Session Ranking, Program Ranking, Station Loyalty
The average number of people listening per quarter-hour in any given time-period or session.
e.g. At any given time Mon-Sun 5:30am-12mn there are, on average, 61,000 listeners tuned into
Station A.
Cumulative Audience (or Cumes)
used in Session Ranking, Ebb & Flow; Program Ranking; Station Loyalty
The total number of different people who listen for at least one quarter hour during the
course of a chosen time-period or session.
e.g. 600,000 different people tuned into Station B at some stage during Mon-Sun 5:30am-12mn.
Station Share
used in Session Ranking, Station Loyalty
Share of audience is the percentage of the total radio listening audience in a given time
period tuned to a particular station. Share is a station’s average audience expressed as a
percentage of the total radio audience for the same period of time.
e.g. Between Mon-Sun 5:30am-12mn 9.4% of all radio listening is tuned into Station C.
Time Spent Listening
used in Session Ranking
The average amount of time that those people who listen to radio or a specific station
(cumulative audience), spend listening during a specified time-period. Shown in hours and
minutes (not decimal time) eg. 1:30 is one hour, thirty minutes.
e.g. Station A has 799,000 listeners (cumes) each of these people listen on average for 7 hours & 6
minutes (7:06).
Exclusive Audience
used in Session Ranking; Station Loyalty
The number (000’s) or proportion (%) of listeners who tune in to only one station during a
specified time period. ie. The number of people who listen exclusively to that station.
e.g. Station B has 115,000 listeners who listen exclusively Mon-Sun 5:30am-12mn.
Multi-Station Cume
used in Session Ranking
Terms and Definitions
The total number of different (unduplicated) people who listen to 2 or more stations during
the course of a chosen time-period or session.
Note: Multi-station Cume must be calculated in Radio Advisor. Cumes cannot simply be
added together as there will be a number of people who indicate listening to multiple stations
during the specified time period.
The Nielsen Company – 2010 Radio Survival Kit. Page 1 of 2